Isn’t that just the effect a really great brand has on you? I can see Paula as part of my life, a celebrity friendship as casual and easy as any meaningful relationship in my life.

So I was heartbroken to watch her appearance on The Today Show last week when she announced the Type 2 Diabetes diagnosis. Not so much because of the disease—I believe she will successfully manage it—but because the entire handling of the announcement was such a debacle.

How I wish I had been Paula Deen’s brand consultant when she learned of the diagnosis three years ago. (Of course, the report that her longtime publicist resigned last month after Paula began hawking a diabetes drug indicates the Food Network star didn’t follow the counsel she received anyway.) But I would have made a powerful pitch to her—one she may never have thought about or considered—and that perspective, I believe, could have changed every misstep that followed.

At issue is the protection of a multi-million dollar brand built around the very culprit in this significant and dangerous health diagnosis: rich, fatty, unhealthful Southern recipes. Paula and her team created an empire promoting comfort food, beginning with The Lady and Sons Savannah, Georgia restaurant, then expanding in every direction—publishing of cookbooks and magazines, multiple television shows, an extensive line of signature cookware, online and retail interests. A heavy consideration in the what do we do about this diagnosis discussion, no doubt, was Dean’s endless array of ”strategic partnerships” with other national brands, including Walmart, Smithfield, Harrah’s, International Greeting and Cooking.com, to name just a few.

Here, apparently, was the Protect the Brand strategy:

1. Wait three years to publicly announce that she has Type 2 Diabetes, all the while continuing to expand—rather than refining—her brand
2. Form another strategic partnership, but with a drug company rather than a highly respected, mission-driven nonprofit
3. Make the diabetes announcement during a live segment on The Today Show, an appearance in which she was (uncharacteristically) nervous and disingenuous

How did a brilliant business woman capable of such extensive brand expansion come to make so many poor crisis communications decisions? Contrary to popular opinion, I don’t believe greed is the heart of the issue. (Pollyanna, I know. But I don’t.)

I believe the problem is having a brand strategy based on this flawed core premise:

Brand Paula Deen = Southern Cooking

Wrong. So wrong. This powerful brand is based on one thing that should have been protected at all cost, but wasn’t:

Brand Paula Deen = the authenticity of Paula Deen, herself

I can’t think of another celebrity more utterly charming and disarming in her honesty. Likely to say anything at any time, she lights up stage and screen by saying exactly what she’s thinking—and what we are thinking, too, but are too timid to say.

How powerful it could have been had she announced the diagnosis early, long before she had “something to bring to the table.” What if, three years ago, she’d said:

I didn’t expect this. I don’t know enough. I am afraid.

What if she’d invited us all to take this very human journey with her, changing our lifestyles and habits and menus, one day at a time, together.

Would her brand have disintegrated? Would the Food Network have dropped her? Would corporate partners have abandoned her?

Would we?

I surely don’t think so.

Paula Deen, the person, will survive this misstep, I do believe. But the brand has suffered a severe blow. And the best thing it can do (I sure hope it moves quickly) is to get real about what Paula Dean, the brand, stands for. I, for one, think there is way more there than just another stick of butter.

I can’t use that box. I love that logo too much to just let that box go.

the coveted box

And then I had a little talk with myself about how ridiculous I was being. How completely over-the-top consumeristic to hold on to a BOX.

But it does speak to the power of a really great identity, doesn’t it?

from chair spindles to gorgeous tree ornaments

We couldn’t be happier about this one if we tried. Working with Goodwill Industries of the Upstate/Midlands SC is a dream assignment—powerful mission, great people, interesting projects.

A wonderful bonus of the work we’ve done for Goodwill is the friendships we’ve developed along the way. Good Life blogger Kendra Ardis, for instance.

We first met Kendra when she responded to our Craig’s List ad looking for The Perfect Person to help us develop and launch our first lifestyle blog, The Good Life. The blog centers around the definition of thrift we love the most, from Wikipedia:

the recycling of formerly-owned items, finding new use and new love for vintage material goods which had been thrown out, and the thrill of imagining what the former life of the item was like

A thrifter from way back, Kendra is the Perfect Person to write The Good Life.

wouldn't these look swell on your tree?

As a bonus, Kendra and The Good Life brought to us another artist who takes thrift to a new level, Barb Blair of Knack Studios. In a guest post on The Good Life, Barb transforms these old chair spindles into the most incredible Christmas Tree ornaments around. What’s more, she’s allowing The Good Life to give them away a set of 12 in a contest on the blog’s Facebook page as a way to bring more people who love the art of thrift to the blog.

(To enter to win these ornaments, just click on this link. Deadline is midnight tonight.

Maybe it’s just the traditional feeling of goodwill (pardon me) the holiday season brings, but we’re feeling grateful for so many things that came to Riggs Partners wrapped in the Year 2011—not the least of which is a wonderful new client and all the relationships therewith. We are truly grateful.

a fine start to a pretty Thanksgiving table

We love all of the above. So we are thrilled to share with you a wonderful post from our friends at Goodwill Industries of the Midlands/Upstate, on their lifestyle blog The Good Life.

Blogger Kendra Ardis has a wonderful way of bringing beauty and practicality to everything she does. Take look at her ideas for the perfect Thanksgiving table. We especially love the “thankful card” from Jones Design Company.

Happy Thanksgiving. Enjoy.

Later, perhaps after coffee and dessert, we’ll make our way back to the Poinsett Hotel, where we’ll talk late into the night about all the goings-on in her life, which has no doubtedly changed significantly since she made the transition from high school student to college girl this fall.

When I planned this outing, I recognized what a Life Moment it would be for me, and hopefully, for her. I intentionally chose this historic hotel, and sitting here in the room, waiting for her to arrive, it feels just right. The bellman was courteous and helpful, check-in was a breeze, and the room is Exactly What I Wanted.

doesn't it make you want to slip in and curl up?

Even the ride up the elevator was worthy of note. A sweet lady who had been working in the lobby rode up with me and offered this perspective:

Wait ’til you feel that bed. It is heaven.

Here’s what I find interesting. How many centuries did it take before the hotel industry realized a comfortable bed is a vital part of their offering?

Today there is a comfortable bed war going on between many national chains. Not only that—many, including Hampton Inn,  now sell their own branded linens, pillows and comforters. The Westin has gone so far as to brand theirs the Westin Heavenly Experience and describes 10 layers of pure comfort, 1 extraordinary sleep experience.

I think a hotel branding the bed, and the sleep experience, is a smart, smart move. And I’ll let you know if their promise holds true—assuming my Eliza and I don’t stay up all night talking.

Three years ago, on what would turn out to be merely the cusp of a game-changing Recession, I got a phone call from David Kunz, executive director of The Cooperative Ministry. I did not know David at the time, but I heard something in his voice that prompted me (against all sense and reason), to take the request he made of me to my business partners.

“The Cooperative Ministry serves the working poor in this community,” he said,”and the economy has dealt us a double blow.” Financial support for TCM was way down at a time when more people than ever were desperate for the kind of help they provide.

Would you be willing to develop a television spot to run during the holidays? David had delicately asked.

But there was more to the story. The Cooperative Ministry had been gifted a performance of the Hootie and the Blowfish megahit “Hold My Hand,” sung by the incredible Benedict College Gospel Choir. Perhaps the song could be a powerful soundtrack for the spot, he offered.

Interesting, I thought. But still there were a thousand reasons to graciously decline.

(1) No Production Budget DOES NOT = Powerful TV.

(2) We were already in work overload, doing our best to support clients in a crippling economic downturn.

(3) We had an event in place to support nonprofits, and we had held it just two months prior to this phone call. CreateAthon allows us to focus our pro bono efforts into one concentrated time period—and we hadn’t quite wrapped up that work yet.

And yet I felt compelled to approach my partners with the possibility of helping The Cooperative Ministry. They really need us, and right now, I said. With no hesitation, there was a unanimous partner vote. Yes, they said.

It was not an easy assignment. We were committed to creating television, yes. But we also believed there was a larger story to share about the gifting of the song. We brought in volunteer creative teams to help craft what ultimately became a movement, With A Little Love. The team built a website. Keely Saye oversaw an inbound program. Ryan Cockrell produced a phenomenal video. Mad Monkey created TV magic:

Many on the team also developed a heart connection with David Kunz; his phenomenal deputy, Courtney Thomas; and the starter of this movement, Hootie and the Blowfish drummer Jim “Soni” Sonefeld.  Each of those light-filled souls gave way more than they took, and they introduced us to other heart connections that have filled these three years with so many grace-filled moments the power of Doing Good simply cannot be denied.

So it is quite the understatement to say we were humbled when CreateAthon was honored by The Cooperative Ministry at their oh-so-swell gala, The GOOD Night. We thank them from way deep down for their generosity. And we thank every volunteer who has been a part of Riggs CreateAthon since its inception in 1998, as well as the nonprofits who have supported us and cheered us on all these years. We especially thank David Kunz, Courtney Thomas, and all the folks at The Cooperative Ministry who worked so hard to make The GOOD Night sparkle so brightly.

You have, do doubt, been a gift to us.

David Kunz and Courtney Thomas, celebrating The GOOD Night

CreateAthon Crew, in part

Teresa Coles and Cathy Monetti

Kerry Fulton and Ryon Edwards

Jay Coles and George Fulton

Teresa Coles, Pam Plowden and Kevin Smith. Now what's so funny?

Surely, good things are to come for all who call the WECO home.

This isn’t your average corporate blog. In fact, it’s not corporate at all. Goodwill hired an independent blogger to work  her design and thrifty magic on finds from Goodwill stores all across the Upstate and Midlands, and then write about them in an interesting and useful way. The blog is targeted to reach a younger, more diverse audience–those consumers who are interested in building a creative and sustainable lifestyle, especially in this post-Recession economy.

We’ve been delighted by the strong show of interest the blog has already received this soon after the launch. This early success just reminds us, once again, that there’s no substitute for great content that proves to be meaningful for consumers’ lives. To read the blog and be inspired yourself, click here.

Creative team: Cathy Monetti, Ryon Edwards, Kathryn White, Kendra Schaefer (thepixellary.com), Kendra Ardis.